Audience measurement

Consumer & Audience Targeting

Reputation, PR monitoring and evaluation

We would like to send you occasional updates about products & services, news and events from Kantar Media. To join the mailing list, please tick the checkbox.
We will never sell your data, and you can unsubscribe at any time. Further information on how your data is used, including our responsibilities and how you can unsubscribe can be found here.

*Fields marked with an asterisk are required

We would like to send you occasional updates about products & services, news and events from Kantar Media. To join the mailing list, please tick the checkbox.
We will never sell your data, and you can unsubscribe at any time. Further information on how your data is used, including our responsibilities and how you can unsubscribe can be found here.

F1 Season comparison - Mexico Grand Prix

Lewis Hamilton won his fifth Formula One World Championship on Sunday in Mexico, a feat that only Juan Manuel Fangio (5 Championships) and Michael Schumacher (7 Championships) have achieved. Despite coming 4th this year and 9th last year on this track, it has been the location of which Hamilton won the Championship on both occasions. Max Verstappen provided even more Déjà vu by winning the race in 2017 and 2018.

Using Kantar Social TV Ratings (KSTR) data, our comparative series looks back at the social engagement during the 2017 season and how that compares to this season’s equivalent.

The 2018 Mexican Grand Prix provided less tweets and unique authors than it did last year, maybe since Lewis Hamilton was almost guaranteed to win the Championship some of the excitement had been lost.

Although Lewis Hamilton won the Championship on Sunday after finishing fourth in Mexico, there were significantly less tweets from the UK during the race compared to last year. Another surprising outcome was that the Netherlands didn’t make the top 5 this year even though Max Verstappen won the race again. They were just edged out to 6th spot with 8.2K tweets this year.

As expected with the drop in total tweets this year there is also a decrease in the number of hashtag uses. The top two official tags have taken the biggest hits whereas tags celebrating Lewis Hamilton’s 5th Championship have seen a steady consistency to those last year depicting his 4th.

No surprises to see Lewis Hamilton’s twitter handle as the most mentioned for this race after winning the Championship two years in a row on the same track. The top 5 mentions are identical for both years. After Max Vertsappen repeated his success of 2017 in Mexico, he and his team once again finish the top 5 list after Hamilton and Mercedes. It isn’t very often that the official account is beaten to the top spot of the most mentioned list, so congratulations Lewis!

The 2018 Mexican Grand Prix ended the same way as the 2017 version, Max Verstappen winning and Lewis Hamilton officially securing the Championship. Unfortunately, there was a drop in social engagement during the broadcast, especially from the UK. Next up is Brazil which always provides a good race and atmosphere!